Resumen

SILVA-GUERIN, María Soledad  y  SAMUDIO-BARRIOS, Silverio. Analysis of promotion strategies for the journal “Iniciación a la Investigación” of the Universidad Autónoma de Asunción (UAA). Rev. Int. Investig. Cienc. Soc. [online]. 2019, vol.15, n.2, pp.184-197. ISSN 2226-4000.  https://doi.org/10.18004/riics.2019.diciembre.184-197.

ABSTRACT

This study seeks to diagnose the promotion strategies used by the journal “Iniciación a la Investigación” of the Autonomous University of Asunción (UAA). The marketing strategies characteristics for the promotion of scientific journals has been identified; the situational context of the journal was characterized in terms of indexation, published content, and determined the promotion channels to carry out the Call for Papers to postgraduate students and professors of the UAA. For the revision of the materials, the identification cards were used as an instrument, within the documentary analysis, establishing dimensions such as the years of publication, format, sources, and language among others. High scientific productivity of the international postgraduate programs were visualized, that is, focused on the Brazilian public, in contrast to those of Paraguayan origin. It has recommended the use of technology to carry out actions related to the promotion and thus generate the incentive for scientific research.

Palabras clave : Marketing; Science popularization; scientific journals; scientific productivity.

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